The Story

One of TikTok’s newest features is putting some users in a pickle.

Dill, err, fill me in.

ICYMI, TikTok Shop, which has been rolling out across the US, lets approved retailers sell products directly on the app. It’s also cracked open an opportunity for influencers, who can promote items and earn a cut of each purchase — like the viral pickle sweatshirt. On the app, videos with #picklesweatshirt have already racked up a jarring 154 million views. Not to mention, the brine-based gear has already brought in over a million dollars in sales. The sweatshirt is one of many items helping TikTok move toward its goal: Selling up to $20 billion in products globally this year. And taking on e-commerce powerhouses like Amazon. However, the app’s approach is leaving some with a sour taste.

Sounds juicy.

Indeed. For starters, some users have accused TikTok’s algorithm of boosting videos that sell products — which could explain why the pickle sweatshirt is suddenly everywhere. Down the road, TikTokers say that could lead to the app feeling like one big ad. Meanwhile, there have also been reports of videos featuring companies that are scamming users. And one nonprofit already flagged the sale of unregulated products, like weight loss pills and at-home lipo injections. Worth noting: TikTok has said weight management items are “strictly not allowed to be promoted or shared” and that it would remove any content violating its rules. Still, it hasn’t stopped some people from warning that the social media company may need to strengthen its moderation and vetting processes. In the meantime, it’s probably best to take a few precautions to shop smartly and safely.

theSkimm

TikTok’s algorithm has put it ahead of platforms like Facebook and Instagram. Now, TikTok’s hoping its success carries over into e-commerce — a move that some aren’t relishing.